Trademarks are the most important intellectual property rights owned by American companies. A well-known trademark is often closely associated with a company's good reputation and image. A successful trademark is the result of a company's unremitting efforts in research and development, product marketing and public relations practices. In the United States, trademarks are the only industrial property rights protected by three different legal systems: federal law, state law, and common law. These laws are independent and complementary to each other, and fully protect all aspects of trademark design, selection, registration, and infringement handling.

If a company's products want to occupy the market, they need to carry out extensive advertising. Advertising generally has three parts: advertising plan, product image and trademark. Trademarks are simple and clear, making them easy for consumers to accept. Prominent trademarks in advertisements can strengthen the advertising effect, increase product visibility, and play a finishing touch. Therefore, in advertising and publicity, we should take the trademark as the core and conduct all-round publicity around the trademark.

1. Trademark name promotion and use strategy

Due to success, a trademark is likely to become the name of a product, thereby diluting or even losing the distinctiveness of the trademark. To avoid this danger, the following methods can be adopted: regularly remind consumers that a certain trademark is a registered trademark of a certain company; treat the trademark as an adjective and use it together with the name of the product.

2. Trademark carrier publicity strategy

Trademark carriers are diverse, such as the product itself, product packaging, sales venues, printed matter, movies, TV, vehicles, buildings, etc. No matter what carrier is used, it must be marked with R or "Note" or "Registered Trademark".

At the same time, a series of usage rules have been formulated for the use of trademarks, such as trademark fonts, colors, size comparisons, etc., so that the trademark can maintain a consistent image on various carriers, and it must be on the website Find a good location for the logo so that it is very prominent and eye-catching.

3. Trademark positioning strategy

It is to conduct market research on your product, determine the potential users of the product, and then promote it according to the user’s consumer psychology and consumption needs, and put the brand Position it in the minds of potential customers and use limited money to achieve the maximum publicity effect. Beijing WTO Affairs Information Network